Turning customer interactions into journeys

Customer strategy in the new age of data & technology.

At CVM People we consider ‘customer strategy’ to be the data and technology driven-approach to maximising each customer’s lifetime value. By planning (based on insight) and automating (based on data & technology), brands can manage customer interactions for optimal value.

Our focus areas within

Customer Interaction Planning.

  • Lead management – enrichment, scoring and nurturing.
  • Onboarding & service journey design.
  • Cross sell & upsell strategy, including Next Best Action / Offer.
  • Loyalty and engagement strategy to drive NPS.
  • Renewal pricing and renewal deal investment calculator. 
  • Retention & win back planning.

Outside of basic customer interaction planning, there are

other capabilities we support:

  • Trigger-based real-time communications & the fit with planned journeys
  • Centralising arbitration for decisioning
  • How to optimise execution – creative personalisation, channels and timing
  • Closing the loop – test and measurement capability, and adaptive modelling
  • Permanent team build if new resources are required

download our solutions brochure on customer strategy.


a cvm people case study

A Roadside Assistance brand was putting in cutting edge CRM technology.

Part of this was to enable a higher degree of segmentation and personalisation capability in their membership renewal invites. CVM People were engaged to define the test & learn strategy. Our consultant defined segments and aligned copy & offer tests around behavioural economic theories. Over a six month period we also implemented a restructure of retention KPIs, and governance. Finally, we aligned team accountabilities and structure.

marketing automation case study
Kevin Tubb CVM People - Consulting Services

Kevin Tubb

Marketing & Operations

“Customer journeys aren’t linear. They’re inbound and outbound across channels.

The 'art of the impossible' from a data and automation standpoint continues to evolve. Brands need to adopt a different way of thinking to plan interactions with todays consumer.

continue the conversation